We created the full brand identity for Più Sud, a pizzeria in the heart of Matera that celebrates Southern Italian culture with flavour and pride. Inspired by local iconography, folk aesthetics, and vintage food packaging, we developed a bold, characterful visual system—starting with custom lettering and expanding into a rich and playful graphic universe.From logo to illustrations, motion, merch and digital, every detail was designed to tell a story of roots, flavour, and joy—bringing a slice of the South to every touchpoint.